According to the Spanish Hospitality Business Confederation, in our country there are more than 160 bars called Pepe and more than 150 called Manolo. Those that respond to the name of Paco exceed 140. They are “namesake” bars and the new initiative with which Heineken seeks to strengthen itself as an ally of traditional businesses and local bar culture is aimed at them.
Together with the creative agency LePub Milan, he has launched “Tocayos”; a platform that, as the brand explains in a statement, will connect small establishments that share the same name so that they can benefit from the training or visibility services that the company provides to its clients, and from advantages that would help them gain competitiveness.
In this sense, “Tocayos” is a new effort by the brand to communicate its proposal to the sector. It materializes in a piece, produced by Antiestático, that captures the reality of several Pacos, Pepes or Luises from different parts of Spain. Thus, the brand gives voice to real owners who, without knowing each other, share the same name and the same love for their bars. With “Tocayos”, Heineken also invites you to share advantages and benefits.
The company has created a new website that allows bars to register to be part of its customer community and access its services. Among them, the possibility of accessing resources for marketing campaigns on social networks, within the framework of the agreement between the company and the GladCloud platform; o Eazle, Heineken’s platform for order management and loyalty promotions.
It also remembers its hospitality training offer, with access to training videos on the Heineken brand with beer experts; and access to discounts and free products for being part of the community. Specifically, registration on the platform promises 5 cases of 24x33cl beer. as help
“Tocayos” also communicates Heineken’s positioning and its willingness to provide active support and promote the ‘Pepe’, ‘Paco’ or ‘Luis’ bars, which it considers guardians of the gastronomic and social culture of our country, and part
essential part of our social fabric and meeting points between generations and communities.
As Heineken points out, after the impact of the pandemic, the hospitality industry has recovered little by little. But the traditional bar continues to be at a disadvantage in the face of the advance of large chains and is more vulnerable to rising food or energy prices, or changes in lifestyles and consumption, such as teleworking or eating in the office.
Although the initiative is aimed at Heineken Spain customers, it also aims to draw consumers’ attention to the importance of preserving the culture of the local bar and claiming the value they have in the daily lives of millions of Spaniards.
